品牌资产、品牌认知与消费者品牌信任关系实证研究

文章在文献回顾的基础上，构建了品牌资产、品牌认知和品牌信任之间的关系的概念模型，针对移动通讯服务的特殊情况，借鉴前人的基础上设计量表，并通过563个样本的调查进行实证分析，运用结构方程模型对概念模型进行了检验和修正。结果表明品牌形象认知对品牌资产有直接正向影响，并通过品牌价值认知、品牌信任对品牌资产产生间接影响；品牌价值认知对品牌资产有直接的负向影响，但是通过品牌信任对品牌资产有间接的正向影响；品牌信任对品牌资产有直接的正向影响。在此基础上，文章提出了注重品牌形象塑造与沟通、增进消费者信任等针对企业的建议。

Study on the Relationship among the Brand Equity,Brand Awareness & Brand Trust

Based on literature revieiw,this article develops the conceptual model on the relationship among the brand equity,brand awareness and brand trust.According to the characteristics of mobile communication service.563 samples are analyzed empirically and the scale design is made referring to the previous research to test and modify the model.The result indicates that the brand image awareness has direct and positive effect on the brand equity and has indirect effect through brand value awareness and brand trus...